EP07 - Branding-101: From Coffee Day to Kurlon

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Velocity: Performance Marketing Podcast

Hawky

8 episodes

4 days ago

Velocity by Hawky: Performance Marketing Podcast is aimed at fostering a community of digital marketers and performance marketing leaders to share insights and real-world campaign experiences. The goal is to collectively gain knowledge and accelerate these learnings across the industry. We host marketing experts, CMOs, and agency founders from leading brands across business verticals and geographies to understand their performance marketing philosophy. In this podcast, we will cover topics spanning campaign optimization, creative scaling, audience targeting, attribution modeling, and cross-channel performance among other key aspects of digital marketing velocity. Whether you're scaling Meta campaigns, optimizing Google ads, or building high-performance marketing teams, Velocity delivers the insider strategies that drive measurable results and sustainable growth.

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EP07 - Branding-101: From Coffee Day to Kurlon

Velocity: Performance Marketing Podcast

45 minutes 21 seconds

1 month ago

EP07 - Branding-101: From Coffee Day to Kurlon

In this episode of Velocity: Performance Marketing Podcast by Hawky, we sit down with Prashantt Deshpande, Chief Brand Officer at Kurlon Enterprise Limited. From Café Coffee Day to Future Group, Zivame, and now leading one of India's most trusted mattress brands with 60+ years of heritage, Prashantt shares his 20-year journey of building brands across radically different categories, all united by one truth: human emotion.

Discover how Kurlon balances heritage with performance marketing, why AI is "the favorite intern that never sleeps," and the exact moment when brand care meets performance clicks to create magic. Learn the frameworks behind creative validation, real-time consumer dialogue, and maintaining brand soul in the age of AI-driven marketing.

Chapters:

0:00 - 1:53 Introduction

1:54 - 4:05 Prashantt's Marketing Journey: Café to Comfort

4:06 - 8:44 What's Changed in 20 Years of Marketing (And What Hasn't)

8:45 - 12:21 The Magic Moment: When Performance Meets Brand

12:22 - 18:36 Measuring Brand Love Beyond P&L

18:37 - 24:15 Kurlon's Dual Comfort Strategy & Category Positioning

24:16 - 32:40 Creative Development: The Thin Line Between Intent & Understanding

32:41 - 37:57 How Strategy Flows Into Performance Marketing

37:58 - 42:09 AI as Your Favorite Intern: Tools & Integration

42:10 - 44:01 Does AI Raise or Lower Creative Quality?

44:02 - 45:14 Guest Recommendations & Closing

Meet Surender (Host & Co-founder at Hawky): https://www.linkedin.com/in/say2surender/

Meet Prashantt Deshpande: https://www.linkedin.com/in/prashanttdeshpande-567530a/

About Hawky: A Creative Intelligence Platform that transforms marketing guesswork into data-driven success. From Ad Creative Analysis to AI-Powered Optimization, we help B2C brands and agencies achieve higher ROAS and predictable campaign performance.

More Episodes: https://hawky.ai/podcast
Visit Hawky.ai: https://hawky.ai/